5 things clients want from firms for free.

Byline: matthew.prinn

In most request for proposals that deal with the overall client-law firm relationship (as opposed to a matter-specific RFP), you will see questions asking law firms about "value-added" services. By value-added, they mean free.

In the 2018 Buying Legal Council Survey, the responses were particularly interesting to the question, "What are your preferred value-added services being provided from law firms and legal service providers?" Here's my analysis of the top five answers, and some things for law firms to consider before agreeing to these conditions.

Hotlines or access to experts for quick questions

This is not a surprising one, as corporate counsel always have found value in the ability to get ad-hoc quick advice without running up a bill. It's a feature that most firms agree to provide, usually a certain number of hours a month, assuming a certain volume of work from the client.

Most firms don't have a formal process in place, and often are very reactive to this type of request. What typically happens is the firm notes in the RFP response that it's willing to do this, and if called upon has a partner take the calls and write off the time.

This offers a perfect opportunity for firms to separate themselves from competitors by proactively creating an innovative, best-in-class hotline program. They can then arm their lawyers with talking points on how to sell this feature to clients. Firms should consider the most efficient way to structure these hotlines, have a clear understanding of which topics they cover (and which are billable) and identify the most cost-efficient way to service the lines. Just writing off the time isn't a strategic plan.

Seminars and business-level training

This is another easy one for firms to agree to, as most already have a repository of content online or that they distribute via email. The firms that separate themselves in this area are willing to provide more customization.

Corporate counsel prefer when firms offer to come in and present on topics specific to their industry and business. A firm that is willing to offer four in-person programs a year will stand out compared to one that just points the client to their website of more generic content.

These live or webinar trainings can be great cross-selling opportunities for the law firm if you can strategically introduce lawyers to the client in areas beyond your current work. Firms often respond in an RFP with what they "could do," but many...